Stage Left, Stage Right? Position Effects on Perception of Spokesperson

Nancy Puccinelli, Suffolk Business School
Linda Tickle-Degnen, Boston University
Robert Rosenthal, University of California Riverside

Stage Left, Stage Right?

Position Effects on Perception of a Spokesperson

NANCY M. PUCCINELLI

Suffolk Business School

LINDA TICKLE-DEGNEN

Boston University

ROBERT ROSENTHAL

University of California, Riverside

Does it matter where a spokesperson stands to display a product? It is suggested that the specialization of the right brain for person perception leads observers to perceive targets positioned to the left as more instrumental. Consistent with the hypotheses, targets positioned to the left were seen to guide an interaction more especially if shown with a partner, during an externally-focused puzzle task or when observed by men (experiments 1 and 2). Further, this effect was replicated for observers’ willingness to pay and suggests recall of visual information as a mediator of the target position effect (experiment 3).
[ to cite ]:
Nancy Puccinelli, Linda Tickle-Degnen, and Robert Rosenthal (2006) ,"Stage Left, Stage Right? Position Effects on Perception of Spokesperson", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 576-577.